Key figures
| Metric | Value | Note |
|---|---|---|
| E-commerce GMV | $110 billion | Up 13% year-over-year |
| Cart Abandonment Rate | 73% | Across all online carts |
| Payment Mix | Cards 59%, Digital Wallets 27%, BNPL 12% | Primary payment methods |
| Cross-Border E-commerce | $12 billion | Value of imported goods |
| Average Order Value | $140 | Across all categories |
Australia's e-commerce market is set for significant expansion in 2026, with GMV projected to reach substantial figures. Efforts to reduce cart abandonment are crucial for maximizing online sales potential.
Overview
Online retail in Australia continues to grow, driven by consumer demand for convenience and variety. The payment ecosystem is evolving, with digital wallets and Buy Now, Pay Later (BNPL) services becoming increasingly popular alternatives to traditional card payments.
Breakdown
- Top E-commerce Sectors: Electronics, fashion, and home goods are leading categories.
- Cart Abandonment Causes: High shipping costs, complicated checkout processes, and lack of preferred payment options.
- Payment Trends: Growing preference for seamless and secure digital payment solutions.
Outlook
Australia's e-commerce GMV is expected to experience robust growth in 2026, fueled by advancements in logistics and enhanced mobile shopping experiences. Optimizing the checkout process and offering diverse payment options will be key to reducing cart abandonment.
Sources: industry surveys, platform filings, and modeled estimates for 2026